What can you remember about the Old Spice brand prior to the recent campaign: “The Man Your Man Could Smell Like” (Isaiah Mustafa)? Many of us at Galley recall our fathers or uncles wearing the deodorant with its recognizable musky, sweet scent. In our memories, Old Spice was a brand choice made among an older generation of men.
Enter the campaign: “The Man Your Man Could Smell Like.” What began as a Super Bowl television ad introducing this ridiculously alluring character quickly turned into a viral social media obsession adding much needed fuel to the Old Spice brand. The brand awareness created by this campaign is evidenced by record-breaking numbers– more than 30 million views of its commercials on YouTube. Yet, some question its effectiveness in terms of direct sales; reporting sales for the deodorant have not jumped significantly, relative to its competitors’ campaigns.
For example, the Old Spice campaign is similar in tone to the Dos Equis’ “The Most Interesting Man in the World,” until you take a look at growth and sales. According to Dos Equis brand manager, Ryan V. Thompson, it is “the fastest growing beer import in the country” with sales rising significantly since the addition of “The Most Interesting Man in the World” to their campaign.
So, why do two brands using media channels for similarly amusing campaigns achieve different degrees of success? In truth, both are successful; it’s a question of understanding how to establish appropriate measurement goals. With social media, the measurement goal is not sales; rather, it is brand recognition. Sales are a very nice byproduct, but not the primary goal.
When print or electronic campaigns are developed, repetition is an essential element and social media campaigns seamlessly facilitate repetition. Whether one is drawn to the campaign because of its humor or rekindled love for Old Spice deodorant, a connection to the brand has very successfully been made across social media channels. In addition to television and YouTube, Twitter and Facebook posts further solidify the Old Spice brand leaving a brand imprint with the millions of viewers [and potential customers] in hopes they will recall Old Spice deodorant the next time they are purchasing toiletries. And that’s good business.
It is important to realize that Social Media marketing is designed for long-term success rather than immediate sales. Instead of focusing on “in your face” sales, the approach is subtle and intriguing. So, the measurement question is, what do you expect from your social media campaign? Are you looking for that next sale or a new follower on Twitter?
As the public is exposed to extreme amounts of stimuli, the goal is increasingly becoming, “what can we offer that distinguishes us from our competitors –makes us stand out?” Old Spice is offering laughter and a man you wish your man could smell like. What other brand can claim to offer the same?